New BOHAN TV Campaign Helps Fazoli's Blow Away Competition

New BOHAN TV Campaign Helps Fazoli's Blow Away Competition

Cross-platform strategy boosts sales

NASHVILLE, Tenn., June 3 /PRNewswire/ -- Fazoli's is taking on its quick-service competitors with a new television advertising campaign created by Nashville-based BOHAN Advertising|Marketing that features an unusual cast -- flying fast food. It breaks this week in 26 markets.

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In the spot, a fast food customer watches as a gust of wind blows through the restaurant, hurling his burger and fries outside into a storm of flying tacos, drinks and even a bucket of chicken. A businessman on his cell phone gets splattered by a burrito. A woman swerves as a strawberry milkshake lands on her windshield. The spot cuts to shots of Fazoli's new menu items, priced at $4.99, including drink and unlimited breadsticks (in participating markets), while the announcer explains fast food "is being blown away" by the new menu.

It is the second in a series of humorous spots BOHAN created as part of a cross-platform advertising strategy that includes an interactive campaign, www.freespaghetti.com. "We had to approach this challenge with two strategies and two different commercials," said Al Jackson, BOHAN's group creative director. "This spot was created to get consumers to trade up from lesser quality fast food, while the first spot was designed to get them to trade down from casual dining restaurants that charge more for the same quality food."

In the campaign's first commercial, which aired April 13 through May 10, a guest is in a casual dining restaurant with an animated stomach and wallet. The stomach and wallet advocate they leave. The stomach wants to go to Fazoli's, where "the food is better and faster," and the wallet adds that he "won't have to take a beating" at Fazoli's. A belligerent waiter appears and pummels the wallet with a giant pepper mill, prompting the trio to leave.

The advertising campaign is being credited with a five percent same store sales increase. It supports the 20-year-old brand's extensive menu overhaul, which began in February. "Fazoli's is in a great position as consumers continue to look for better dining values," said Carl Howard, Fazoli's president and CEO. "The new advertising campaign BOHAN created is re-energizing the brand and most importantly, driving sales." The campaign also includes in-store merchandising, online elements and print.

"This new advertising adds another chapter to the 'new Fazoli's' story, consistent with the brand's overall strategy, which started with our hugely successful and ongoing 'FreeSpaghetti.com' online campaign," said Kerry Graham, president of BOHAN. "The spots tell the Fazoli's brand story in a fun way that lets people know this is a brand with big personality."

The Fazoli's FreeSpaghetti.com e-marketing program enables guests to download coupons and enter to win a year's worth of free spaghetti. Since being launched in January, new e-mail database addresses have grown almost 50 percent. There have been more than 200,000 views of a coupon page and more than 21,000 viewings of a YouTube video. Total coupon redemption has averaged 15 percent.

About Fazoli's

Celebrating its 20th anniversary, Fazoli's www.fazolis.com is America's largest quick service Italian restaurant chain, operating or franchising more than 250 restaurants in 27 states. Fazoli's is based in Lexington, Kentucky.

About BOHAN Advertising|Marketing

BOHAN, established in 1990 and based in Nashville, is a full-service advertising and marketing agency. It has major clients in tourism, healthcare and consumer goods. Agency information is available on the Web at www.bohanideas.com.

Related Links:
Bohan Advertising l Marketing
Fazoli's

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Source: BOHAN Advertising & Marketing

CONTACT: Brad Ritter, Brad Ritter Communications, +1-866-284-2170,
BRitter@bradritter.com

Web Site: http://www.bohanideas.com/

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